The Asian media landscape is turning digital


How can marketers maximise their opportunities?

Is digital becoming traditional?

Consumers throughout Asia Pacific, and around the world are showing a voracious appetite for media, particularly in emerging markets where media consumption outstrips many developed markets. While television still dominates, time spent online is rising rapidly and is becoming an important touch-point for advertisers. Higher motivation to use smartphones is opening up new possibilities and research undertaken by Nielsen shows the highest return on investment (ROI) is achieved via digital marketing channels in Asia Pacific.

In this dynamic media environment marketers in Asia Pacific need to move quickly – the region lags global levels on digital spends – however, there are important rules to remember when optimising media plans to include digital. Television cannot be forgotten, particularly for new product launches, but digital can provide the incremental reach. Understanding regional nuances is critical to fine-tuning media strategies to local needs.